Companies that consistently deliver exceptional customer experiences - companies such as The Ritz-Carlton, Apple, and USAA - don't get there by accident. They also don't rest on their laurels. They listen closely to what their customers are telling them and incessantly review and act on customer feedback, including processes that stand to be improved. Apple is a great example of this, having made recent modifications to the Apple Genius Bar through new mobile features.Instead of making an appointment or waiting in a long line to speak with someone from an Apple store for support, Apple customers can now describe an issue they're having with a concierge in one of its stores who then enters the information into an iPad application.
The Apple Concierge app uses a special algorithm to classify the problem and prioritize it. A customer can then leave the store if they want to and be reminded by text what time their appointment is scheduled for. A second text is sent to notify the customer when they should begin heading back to the store. A third text lets the customer know when their designated technician is available and where the technician can be found in the store.
Customers and employees are both great sources for offering recommended improvements to processes that can be changed to improve the customer experience. Jeff Bezos and other Amazon executives are known for spending time with its customers and listening to their feedback. CEOs and executives for other customer-centric companies have taken similar steps. Providing continuous improvement to the customer experience starts with a willingness to listen and respond.